Published before February 2009
As an incoming Director of Communications Benet Middleton knew it was time for change. Research he’d commissioned found that the public and professionals, as well as people affected by autism and staff at the National Autistic Society (NAS) felt the organisation was “a bit distant.”
The results suggested the NAS was viewed as an organisation for professionals working in autism, rather than a charity fighting for the rights of people affected by the condition.
More than a year after Middleton joined the NAS, in October 2007 the charity launched its Think Differently About Autism campaign. It featured an interactive website built around videos and blogs, and a viral marketing campaign. And it launched a new communications strategy which prioritised consulting people with autism and their carers on all NAS communications.
Approaching the board
After Middleton joined the NAS, he went to his board of trustees to ask for more investment in communications so he could get people with autism involved in developing the charity’s brand and campaigns. “I was pushing an open door because the membership wanted to raise public awareness,” says Middleton. “We were a large charity with a low public profile and impact in terms of our ability to influence and fundraise.”
He also identified that NAS communications needed to use branding more consistently, employ easier to understand language and have an integrated approach. “Each part of the organisation was communicating with their stakeholders but there wasn’t anyone giving a lead in terms of communications,” explains Middleton.
Brand review
So, with a bigger budget granted, Middleton and his marketing manager led on work with agency Cascaid on an NAS brand review.
Photo which appeared at the exhibition accompanying the launch of Think Differently about Autism: Aly Gynn, is 46 and has Asperger syndrome.
Cascaid carried out more consultation with stakeholders and the partnership produced a new strapline, “Your autism charity.” It also introduced a change in the colour of the NAS logo from blue and green, to pink and purple. A warmer colour, they found, conveyed the fact that the NAS was not just a service delivery charity. Communications team members then ran workshops for NAS staff to adopt the brand.
A second marketing agency, Mystic Monkey, worked with Middleton and members of his 30-strong communications team on the Think Differently About Autism campaign.This effectively launched the rebrand to the public and aimed to increase understanding of both autism and the NAS.
Consulting stakeholders
The agency produced a series of short films about autism on YouTube and MySpace, which take the viewer through a day in the life of an autistic person. Based on situations which commonly came up in NAS helpline calls, focus groups were held at various stages of their production so people with autism and their carers could comment on their content.
The videos directed over 40,000 visitors to the campaign website in its first month.
“We didn’t spend a lot of money on the campaign and rebrand, the most expensive bit was the research which was £20,000. It was carried out by us and Cascaid,” says Middleton. “It’s possible to do in-house but you need to get it right and if you do cut corners, you pay further down the line.”
Phased campaigning
The second phase of the campaign launched in February 2008 with a report focusing on the experiences of adults with autism and a revamped website. It features quotes and details of the experiences of some of the 1,400 autism adults and their carers surveyed by NAS. For this phase, called I Exist, the idea is to influence decision makers and politicians. There are specific campaign asks on the website and adverts will run in national newspapers.
“This is the first time the NAS has combined powerful print advertising with a strong web presence as part of an overall campaign,” says Middleton. “It incorporates PR, marketing, policy and fundraising elements.”
Measuring the strategy
Middleton says reaction to the rebrand and campaign from staff members and the general public has been positive. But it will really be measured in terms of income and awareness levels, as well as targets the communications team have set themselves, like web hits.
“Now we’ve got fundraising and marketing all singing from the same hymn sheet, we’re heading in the right direction,” says Middleton. “My aim is to continue to get more NAS communications commonly branded under the Think Differently banner.”
The Think Differently about Autism campaign logo